“Funny story: I first bought my mom a LV bag when I was 16 as a birthday present and it’s kinda been a tradition since. Do I call this a full circle moment? Yes.”
In a press release, Louis Vuitton described Osaka as “multi-faceted, independent and modern,” and “perfectly incarnating the Louis Vuitton woman.”
The label accompanied the announcement with campaign photos taken by artistic director of women’s collections, Nicolas Ghesquière, for his upcoming Spring-Summer 2021 collection. In them, Osaka is seen wearing a boldly colored dress while holding a bag marked with the label’s distinctive monogram.
“Her career and convictions are inspiring and I am in awe of Naomi,” he wrote. “She stays true to herself and doesn’t compromise on her values. I am looking forward to sharing new projects with Naomi in the year to come!”
During the US open, Osaka, who is of Haitian and Japanese descent, was widely praised for supporting the Black Lives Matter protests that broke out last summer. In each of her seven matches at the 2020 tournament, she wore face masks displaying the name of a different victim of alleged police or racist violence in the US.
The announcement comes shortly after the 23-year-old’s first appearance on the cover of American Vogue. The magazine’s January 2021 issue saw her posing in a slip dress by Louis Vuitton during an outdoor cover shoot with celebrated photographer Annie Leibovitz.